Moser Baer has launched the DVD of their Jayaram- Padmapriya Onam (Sep 4 release) film Kana Kanmani, 26 days after its theatrical release.

It has created shockwaves in the placid Malayalam film world where normal DVD release window is 100 days after theatrical release.

The bold and daring move has to be appreciated as it is keeping with international and Bollywood standards where the release window has come down.

Says G Dhananjayan, CEO of Moser Baer Entertainment: “The film has not done well at the box-office and it made better sense for us to release it on DVD, as it will prevent piracy.

Shorter release windows on DVD means the producer will be able to recoup some of his losses if the film fails at the box-office.”

Meanwhile producers and theatre owners in Kerala are perturbed that films are getting into DVD format officially faster than ever before.

Says a prominent distributor and theatre owner: “ If DVD is released so fast how can the film get money from theatre run from B and C centers? We will be taking up the issue at our general body meeting next week.”